Improving survey research using diagrams of data structure

Using diagrams of data structure, or conceptual models, is important in businesses. Survey research often has if-then data structure, but discussion of diagramming survey data structure is rare. This study uses the U.S. Fishing, Hunting and Wildlife-Associated Recreation (FHWAR) survey data and a Taiwan survey in the analysis of benefits of using data structure diagrams in survey research. Examples of data structure diagram use show how diagramming can support consistent and logical data collection, as well as improved data storage and analysis. Analysis also shows how storing if-then (conditional) data in entities/tables allows simple and intuitively meaningful unconditional variable names and can facilitate consideration of conditions that should/can affect analysis. A general conclusion is that the time has come for tourism and business survey researchers to benefit from using diagrams of data structure in planning data accumulation and to benefit from using modern systems in data collection, storage and analysis.